Truth be told, there's a fine line between advertising and grief. Nah, I'm just messin' with ya. There is no line. It’s basically the same emotional rollercoaster as mourning a loss. While there might be slight variations on the themes from agency to agency, the experience always has a familiar ring to it.
DENIAL.
This happens right at the beginning: the kickoff meeting. They hand out the brief, and after a quick look see the head shaking starts. You're inside voice starts muttering things like “They can’t really want all this in the ad.” “It’s five pounds of shit in a two pound banner.” “This isn’t the real brief, no one would be that stupid.”
Which of course takes us seamlessly into the next stage.
ANGER.
I think Elvis put it best when he said, “Lord a’mighty, I feel my temperature risin’…” Anger kicks in at the precise moment you realize the client wants the ad packed with exactly everything they just told you they wanted in the kick off. And the account people promised it to them before they spoke to you.
If they'd had bagels at the kickoff maybe you'd have been more forgiving. But they had to cut back on the bagel budget because Cannes will be here before you know it. They'll be entering all that work you're shaking your head about. If I were you I wouldn't waste any time working on the acceptance speech.
I may have gotten off topic here.
Anyway, as all this goes running through your inner conversation, you can't help but default to a tactic that has about as much chance of working as a Republican healthcare plan.
BARGAINING.
This happens in the account exec or supe’s office, you know, the “they can’t be serious about this” meeting where you explain there’s no way what they’re asking for will work.
It's a tale as old as time. Once you walk out of that encounter, there's only one thing you'll be feeling.
DEPRESSION.
The account person already promised it to the client, and why don’t you just take a shot at it and see what you can do. And if you’re wondering what it is they’re putting on your shoulders right now, it’s the “Besides, the client isn’t happy with us and it’ll make the agency look bad if we don’t deliver.” weights.
And by agency they mean them.
ACCEPTANCE.
You’re not getting out of it, so you take the shot. Maybe they’ll realize what they’re asking for is awful once they see it. Not likely, but keeping hope alive is all you've got right now. So off you and your partner go, deep sighs and muttering lines like, “Oh well, they’re getting the advertising they deserve.” and my personal favorite, “The checks clear.”
Of course, when this happens enough times and you come to the realization it ain't ever going to change, there's always a sixth stage to keep in mind once you've tried everything else.
HEADHUNTER.
